Rihanna is among the big names helping to promote #TheWorldIsListening

The music industry’s biggest night is fast approaching as the Grammy Awards prepare to once again rock the Staples Center in Los Angeles on Sunday February 10.  Looking to follow up on last year’s show, which was given a huge boost by social media, The National Academy of Recording Arts and Sciences is turning again to the social media world with a full blown Twitter hashtag-driven campaign, #TheWorldIsListening.

The new campaign features established recording artists such as Rihanna, Grace Potter, and Taylor Swift in print and televised ads with the #TheWorldIsListening hashtag prominently displayed.

New Artists Get a Boost from Social

Driving “#TheWorldIsListening” social campaign is the new Grammy Amplifier website which will allow musicians to upload their tracks through SoundCloud. Once there, it will have the opportunity to be heard, and if deemed awesome enough, Tweeted out by a judging panel of recording icons including the likes of Ozzy Osbourne, Kelly Clarkson, RZA, and Snoop Lion.  The campaign’s goal is not simply to promote the Grammy telecast but to help use the power of social media to drive more exposure for the next wave of future Grammy contenders.  And it’s not just the celebrity judges that can Tweet their favorite tracks. Visitors can share (or “amplify” as they call it) their favorite songs with both their Twitter and Facebook networks.

The World is Listening – Social Media Mentions

The hasthag has really begun to gain traction on Twitter.  Looking at January 30 alone, #TheWorldIsListening has been mentioned over 8,100 times.


Let your fans do the work and make it easy for them to do so. The Grammys are essentially having music fanatics spread the word surrounding “The World is Listening” campaign by making it incredibly simple to Tweet or Facebook their favorite tracks with the hashtag.  Driving the hashtag into users’ streams, attached to fresh new content (largely undiscovered music) is helping drive awareness of both the bands and the Grammy Awards telecast.

If it works, do it again. The Grammy’s marketers have seen the trends formed over the past few years.  Twitter has become essential as part of the Grammy’s major TV event. Last year’s Grammy awards topped even the 2012 Super Bowl in terms of total social media traffic. This year, they’re out in front making Twitter the gathering place for music fans and Grammy Award followers. They’ve got the buzz going around the Grammy name already with over 40,000 mentions just in the past 30 days. If you see something working, do it again and make it bigger and better. Then, assess results for the next time around.
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